CMB
First Citizens: Retirement
10.03.15
Challenge: Encourage First Citizens’ customers, especially young adults, to adequately prepare for retirement.
Creative Strategy: Showcase the worst possible outcome of being unprepared for retirement.
Creative solution: Present a recently retired man, who lives with his retired and elderly parents using all their resources while searching for ways to make money.
Elements of the campaign included: a television advertisement, radio adlibs, animated web banners, a social media campaign and press ads that offered snapshots of the result of the retired man’s unpreparedness.
